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Q3 2018 Destination Report.Pdf Q Q3 2018 highlights In Q3, Tourism Calgary diligently implemented the strategic initiatives and tactics outlined in its 2018-2020 Strategic Plan. Through these efforts, Tourism Calgary works to achieve success as defined by its stakeholder community, meet the needs of visitors and Calgarians and position Calgary as a destination of choice. The Niche Marketing program was launched in Q3, using social media and visitcalgary.com content to target photographers, fly fishers and dinosaur enthusiasts. Having only been in market for one quarter, this program has already garnered an impressive 109,665 social engagements and 5,460 unique page views. “Our marketing efforts are geared toward increasing the likelihood that travellers will visit Calgary within two years,”said Jeff Hessel, Senior Vice President, Marketing. “The Niche Marketing program contributes to these efforts by using storytelling to engage specialized audiences and generate consumer demand.” Tourism Calgary’s advocacy efforts in Q3 focused on a bid for the 2026 Olympic and Paralympic Winter Games. A survey found that 83 per cent of tourism industry respondents expect Tourism Calgary to proactively encourage a bid. Based on these results, Tourism Calgary established its most significant advocacy position and campaign to date – aptly named Ultimate Host 2026. “As the primary advocate for our sector, Tourism Calgary actively communicates what is important to stakeholders,” says Cassandra McAuley, Executive Director, Stakeholder Engagement & Destination Development. “Calgary’s tourism industry gave us the mandate to support and provide information about a 2026 Olympic and Paralympic Winter Games bid. Through Ultimate Host 2026, we delivered on that mandate.” In Q3, 28 Tourism Calgary-supported events took place including the Beltline Urban Murals Project and Shaw Charity Classic. Calgary was also confirmed as the host city for 10 events including the 2019 Elite Canada in Rhythmic Gymnastics competition and 2019 World Racquetball Tour, Canadian Open. The Calgary Frontline Experience Pass program concluded in Q3, providing frontline staff with the means to participate, learn about, experience and recommend things to see and do in Calgary. Initial results show 5,541 offers were redeemed and 6,564 people participated in the attraction, experience and restaurant offers. The industry continued to see year-over-year improvement, with September marking the 16th consecutive month of demand growth. Overall, rooms sold increased by 3.3 per cent compared to Q3 2017, while room supply was down slightly by – 0.7 per cent. More details about Tourism Calgary’s key quarterly activities and performance can be found in this report. Tourism Calgary Destination Report Q3 2018 1 Marketing programs Things To Do In Q3, the Things to Do Program continued to promote natural travel moments, major events, holidays and a breadth of regional activities. Approximately 110 pieces of content were produced and disseminated in Q3, yielding 325,336 unique page views on visitcalgary.com and 83,821 referrals to industry partners. Partner referrals have grown by three per cent year-over-year and the average time on page is 3:12, indicating that users are consuming and engaging with the content. Results for paid destination content and partner schedule advertising are pacing above 2017, except for in-market advertising, which can be attributed to Facebook creating a more competitive landscape for in-market display ads. Promotions for the Calgary Zoo and Calgary Hotel Association Panda Package drove over 2,400 room nights and increased sales by 30 per cent year-over-year. Tourism Calgary will continue to leverage the Panda Passage exhibit at the Calgary Zoo in regional markets over the next few years. Intercept Alberta The Intercept Alberta pilot program uses sophisticated ad targeting to intercept travellers who show a strong intent to book a trip to the Canadian Rockies and other areas of Alberta - generating incremental visitation and spend in Calgary. In Q3, display, search, TripAdvisor, print and YouTube ads were optimized and displayed to people searching destinations in Alberta (excluding Calgary). With two months remaining, the campaign has yielded a 4.67:1* return on investment, generating 15,000 room nights and $1.8 million in revenue. *Calculated using revenue, not profit. Niche Launched in Q3, the Niche program uses social media and visitcalgary.com content to target photographers, fly fishers and dinosaur enthusiasts. Since inception, the program has yielded 109,665 social engagements and 5,460 unique page views, respectively. An extensive research project was also launched around this program in Q3 to acquire market validation and understand the segment potential of these niche audiences. visitcalgary.com Visitcalgary.com was launched in Q1 and saw its first quarter of growth in Q3 with visitation increasing by 3.6 per cent and partner engagement growing by 57 per cent year-over-year. This indicates the new website is a strong tool that showcases partners in a compelling way. However, organic traffic declined by 35 per cent year-over-year in Q3, prompting a comprehensive search engine optimization audit. Technical fixes will be implemented immediately to address this. Finally, the stakeholder engagement phase of the industry-site redevelopment project was launched in Q3. GoMedia At the end of Q3, Tourism Calgary and Travel Alberta hosted GoMedia Canada 2018, Destination Canada’s premier international travel media event. Over 150 travel media and influencers and 150 industry partners attended, experienced Calgary’s offerings and uncovered Canadian stories from coast-to-coast. Final event results will be presented in Q4. Tourism Calgary Destination Report Q3 2018 2 Media Earned media Tourism Calgary hosted over 30 writers and influencers in Q3, sharing experiences like Chasing Summer, Calgary Pride, Honens International Music Festival and a Fly Fishing FAM. Tourism Calgary garnered 7.1 million earned media impressions and 1.7 million social media impressions with an average engagement of six per cent. A sincere thank you to Tourism Calgary’s hotel, restaurant, attraction and industry partners for their media hosting support. Social media In Q1 and Q2, Tourism Calgary’s seven social media channels saw a decline in engagement. However, following a comprehensive audit and strategy implementation, the channels returned to a high state of engagement in Q3. Strategies focused on elevating Facebook connections, Instagram photography, Snapchat and Instagram Story videos and Twitter content. This resulted in 439,402 total engagements in Q3 – a 41 per cent increase year-over-year. Brand evolution In 2017, Tourism Calgary and Calgary Economic Development embarked on a brand evolution project to expand the Be Part of the Energy identity and articulate Calgary’s distinct personality. Phase one focused on better understanding Calgary’s place DNA with results showing Calgary is a vibrant city with remarkable community spirit. Phase two took place during Q2 and Q3 with ideation workshops consisting of 100 stakeholders from various industries. The ideation workshops explored aspects of Calgary’s place DNA and audiences, then generated ideas on how to influence these audiences. Moving forward, a Brand Advisory Committee is using insights from both phases to develop a brand framework that reflects Calgary’s distinct personality, brand attributes, purpose and positioning. For more information, please contact Vanessa Gagnon, Brand Manager. • Increase intentions of Canadian travellers to visit Calgary within the next two years* *The baseline for new key performance indicators will be developed in 2018. • Grow social media engagement by 20 per cent to 1,124,438 annually Year-to-date total: 781,193 Q3: 439,402 engagements (up 41 per cent year-over-year) • One travel trade joint marketing agreement signed with tour operators • Five tradeshows / conferences / sales missions attended including: Canadian Inbound Tourism Asia Pacific Summer Function; Destination Canada Montreal Meeting; Travel Alberta China, United Kingdom and Mexico DMO Sales Missions; World Winter Sport Expo and Calgary Flames exhibition hockey games in Beijing • Grow digital connections by 20 per cent to 74,654 new followers in 2018 Total: 41,317 new digital connections in 2018 Q3: 17,692 new digital connections (up 7 per cent year-over-year) • Grow digital partner referrals by 10 per cent to 1,045,286 Total: 874,811 digital partner referrals in 2018 Q3: 468,229 digital partner referrals (up 57 per cent year-over-year) • Grow media earned impressions by 15 per cent to 18 million in 2018 Total: 24,207,881 earned media impressions Q3: 7,187,936 earned media impressions (up 81 per cent year-over-year) Tourism Calgary Destination Report Q3 2018 3 Advocacy As champion for Calgary’s tourism and hospitality industry, Tourism Calgary advocates for opportunities that benefit visitors, Calgarians and the economy. These efforts are guided by the recommendations established in Calgary’s Destination Strategy that support Calgary’s vision to become Ultimate Host City. In Q3, Tourism Calgary undertook its most significant advocacy position and campaign to date, aptly named Ultimate Host 2026. This campaign focuses on articulating the opportunities and benefits associated with the 2026 Olympic and Paralympic Winter Games as well as sharing the collective voice of Calgary’s tourism industry in support of a bid. Ultimate Host 2026 In late August, Tourism Calgary commissioned
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